You can now order the delivery of Chipotle Mexican Grill directly from the company's mobile app.
The digital upgrade is more convenient for customers and allows Chipotle to provide more data about its guests and theirs To collect preferences. It will also help Chipotle get more customers to join its loyalty program, which it plans to launch in 2019.
Chipotle has not announced its agreement with DoorDash, but the supplier is reportedly taking about 20 percent commission from the restaurants
Digital distribution, which includes delivery and pick-up orders, is becoming an increasingly important part of the industry, because they tend to generate larger exams. Online orders averaged $ 16 to $ 17 at Chipotle, while checks at the restaurant cost $ 12 on average, the company said in July.
Chipotle's digital revenue increased 33 percent in the second quarter and now accounts for 10.3 percent of total revenue.
In addition, delivery revenues quadrupled. The company expects that 2,000 locations will be equipped for delivery by the end of the year.
Chipotle's new CEO, Brian Niccol, is triggering many of these changes. It is no accident for him to seize opportunities for digital innovations. During his time as CEO of Taco Bell, he introduced mobile ordering and payment at 7,000 locations in the US and reached an agreement with franchise owners to finance new tech initiatives, including self-service kiosks and extended delivery.
Chipotle tests digital pick-up shelves, which clearly display orders after they have been filled.
With other digital innovations, the brand also wants to increase employee productivity. Adding flat panel TVs to some of the food preparation lines replaces printed digital orders and increases the speed required to execute orders.
Chipotle shares were flat on Tuesday, but have risen more than 71 percent since January.